Apr 25, 20182 min read

THE STORY OF REDBULL

Updated: Nov 28, 2018

The story of REDBULL

the REDBULL MEDIA HOUSE begins with this man.

Dietrich Mateschitz

An Austrian billionaire born 1944. He began his career as a marketing executive.

Phase 1:

In 1976, Chaleo Yoovidhya introduced a drink called Krating Daeng in Thailand,

which means "red gaur" in English. It was popular among Thai truck drivers and labourers. While working for German manufacturer Blendax (later acquired by Procter & Gamble) in 1982, Dietrich Mateschitz travelled to Thailand and met Chaleo, owner of T.C. Pharmaceutical. During his visit, Mateschitz discovered that Krating Daeng helped cure his jet lag.[17] In 1984, Mateschitz co-founded Red Bull GmbH with Yoovidhya and turned it into an international brand. Each partner invested US$500,000 of savings to found the company. Yoovidhya and Mateschitz each held a 49 percent share of the new company. They gave the remaining two percent to Yoovidhya's son, Chalerm, but it was agreed that Mateschitz would run the company.[18] The product was launched in Austria in 1987.

In Thailand, energy drinks are most popular with blue-collar workers. Red Bull re-positioned the drink as a trendy, upscale drink, first introducing it at Austrian ski resorts. Pricing was a key differentiator, with Red Bull positioned as a premium drink and Krating Daeng as a lower cost item. In many countries both drinks are available, dominating both ends of the price spectrum.[19]

He then re packacked redesigned the can in Europe and re branded a new category of soft drink beverage - Energy Drinks

Phase 2:

The target audience for these drinks were young adventure / extreme sports athletes who were not as yet visable on the general Sports Scene

At this time 3 new media evolutions became available

So now we have sponsorship $ by Redbull, a means of recording action photography by GoPro and a plugin that would slow down the action.

Redbull Media House followed and the brand became a world wide company sponsoring many mega events like :

Felix Baumgartner (German: [ˈfeːlɪks ˈbaʊ̯mˌɡaɐ̯tnɐ]; born 20 April 1969) is an Austrian skydiver, daredevil, and BASE jumper.[1] He is best known for jumping to Earth from a helium balloon in the stratosphere on 14 October 2012. Doing so, he set world records for skydiving an estimated 39 km (24 mi), reaching an estimated top speed of 1,357.64 km/h (843.6 mph), or Mach 1.25.[a][b] He became the first person to break the sound barrier without vehicular power relative to the surface on his descent.[12][13] He broke skydiving records for exit altitude, vertical freefall distance without drogue, and vertical speed without drogue. Though he still holds the two latter records, the first was broken two years later, when on 24 October 2014, Alan Eustace jumped from 135,890 feet – or, 41.42 km (25.74 mi) with a drogue.[14][15][16]

Baumgartner is also renowned for the particularly dangerous nature of the stunts he has performed during his career. Baumgartner spent time in the Austrian military where he practiced parachute jumping, including training to land on small target zones.